Digital marketing. Transform your online presence and drive results.

With over 2.3 billion monthly users between them, Facebook, Instagram and LinkedIn are an easy way for your business to market directly to potential customers and clients. Sending customers to a well-maintained social media page makes a great first impression.

This introductory course looks at Facebook, Instagram and LinkedIn from the perspective of a business engaging social media influencers. With a focus on strategic partnerships, measurement, and Return On Investment (ROI), we will show you how to leverage existing audiences rather than creating your own.

During this course, you’ll get a real taste of the marketing power of social media campaigns: creating, managing, and distributing social content through online communities. We’ll look at case studies of customers engaging with companies on social media sites and evaluate the benefits and drawbacks of various social media tools. Join us for an interesting day spent exploring a dynamic and challenging area.

This course is for marketers new to social media management and influencer outreach.

Aims

We aim to provide you with the tools to confidently engage social media influencers through Facebook, Instagram and LinkedIn. We will show you to set up, run and optimise campaigns, while also picking the best measures of success and delivering on ROI.

Outcomes

By the end of this course, you should be able to:

• describe the mechanics of each social media channel and how it works
• create a social media calendar
• identify what engagement metrics to track
• determine the return on investment of a social media campaign
• find and engage with social influencers online
• articulate the do’s and don'ts of LinkedIn outreach
• demonstrate a business understanding of Facebook, Instagram and LinkedIn, and when to use them
• measure the conversation: understand the metrics and what successful engagement looks like.

Content

Introduction to social media

• What is social media?
• How does social media marketing compare to traditional marketing?
• Do you know the difference between a social media strategy and a social media campaign?
• What are the must-do steps of a successful campaign using Facebook, Instagram and LinkedIn?

Measuring success

• Investigate Return on Investment (ROI) of marketing dollars in online media but also examine the Cost of Inaction (COI) of not being involved.
• Become familiar with case studies, statistics, influencer monitoring and measurement that marketing professionals use to maximise their online engagement with customers.

Social listening and metrics

• Setup listening and monitoring
• Creating social content
• Measuring social media success (fundamentals)
• Promotional tools and measurement

Intended audience

• Employees and owners of small businesses with no prior social media experience who want an introduction to Facebook, Instagram and LinkedIn.
• Anyone with a pre-existing website and social media channels who would like to start using them more regularly.

Prerequisites

None

Delivery modes

• Face-to-face, presenter-taught workshop using your own device
• Online workshop via the platform Zoom

Delivery style

Face-to-face classes

You need to bring your own device. You should ensure it is fully charged as access to power is limited. Please note that the University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.

Online classes

You will need your own device.

Materials

Course readings are distributed electronically

Before the course

Please bring your email login and password, as well as any other logins and passwords for social media platforms that you already have.